Driven by excitement and a commitment to serve our clients’ evolving needs, we at BaaS took on an ambitious expansion a year and a half ago. But with time, we realized that straying too far from what made us great in the first place came at a cost. Today, we’re making the move to return to our core: building powerful, industry-relevant tech brands through sharp messaging and standout visual identities.
When we launched Branding as a Service in 2020, we already offered a wide range of services. For us, branding was always way beyond look and feel—it was about positioning. We focused on making companies’ messages clear and compelling, driving visibility and awareness through relevance, and executing next-level Public Relations strategies. This approach resonated, and soon, we were helping brands like MACH Alliance make their mark.
As demand grew, so did our service offering. By April 2023, we had expanded into areas like go-to-market (GTM) strategies, analyst relations (AR), and product marketing. However, that expansion caused us to dilute our focus.
The Challenge of Expansion
What we learned was that clients saw our expertise as fragmented rather than a cohesive whole. Instead of leveraging our full range of services to create the comprehensive branding magic we envisioned, they often sought help in just one area—whether it was branding, GTM, or something else. This division made it difficult to deliver the integrated brand experiences we’re passionate about.
The result? A service offering that no longer aligned with our mission.
Refocusing on What Matters
After careful reflection, we’ve made the decision to return to our core strength. BaaS was always meant to be a branding powerhouse, and that’s exactly where we’re heading again. We’re stepping away from GTM, AR, and product marketing to refocus entirely on what we do best: creating tech brands with clear positioning, compelling messaging, and impactful industry presence.
This return to our roots allows us to deliver on the promise we made from day one—helping tech companies stand out in an increasingly crowded market. By narrowing our focus, we’re better able to dive deeper into what we excel at, creating more meaningful and effective results for our clients.
Moving Forward with Focus and Excitement
As we make this shift, we also want to acknowledge Sonja Keerl, who has led our Go-to-Market and Analyst Relations efforts. She will be leaving to pursue her own path and deliver awesome the way only she can. I’m incredibly grateful for her contributions and the spark she brought to BaaS.
For us at BaaS it’s a recommitment and we’re excited to put all of our energy and creativity into building tech brands that leave a lasting impression. We’re eager to continue working with inspired companies and initiatives, now with a sharper focus and an even greater dedication to helping them achieve their branding dreams.
